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strategy

Break silos with Marketing Automation -Customer Service

By Marte
April 14, 2025

Customer service – from stress point to strategic asset 

This is part 2 of our blog series Break Down Silos with Marketing Automation. Read the introduction here  -and part 1 here.

It should be obvious: customer service and Marketing Automation bring out the best in each other. And yet, this combo is often overlooked. In many organizations, customer service is still an isolated function – a place where insights go to die. Kind of like Vegas: what happens in customer service stays in customer service. 

But the truth is: customer service often knows the most about the customer. They deal with questions, frustrations and expectations – every single day, in every stage of the customer journey:

 

  • When the customer is evaluating a solution
  • When something isn’t working
  • When they’re trying to get started
  • When they need support, guidance or follow-up 

Screenshot 2025-04-14 at 15.45.35

 

Customer service is a valuable touchpoint – and a stretched resource. That’s why there’s both insight value and efficiency gains to be had when Marketing Automation and customer service work together.

 

Three real-life examples: 

”A ‘hello’ – backed by the right data" 

Membership organization with a broad age range 

In an organization with members of all ages, many older members preferred picking up the phone instead of navigating digital self-service. By surfacing smart insights in the CRM – like churn risk, upgrade opportunities or recent service usage – customer service agents could instantly steer the conversation in the right direction.

 

The result?

  • Members felt seen.
  • Churn dropped.
  • Upsell increased. 
Marketing Automation delivered real-time data – and each conversation became both helpful and business-generating.

 

"From backlog to business value " 

Industrial company with limited customer service resources 

Customer service was drowning in tickets and struggling to prioritize. Every request was treated the same – whether it was a basic question or a high-value client.

By combining Marketing Automation with better segmentation and digital self-service options, the company could reduce pressure from simple cases, automatically prioritize more important customers, and tailor the experience based on business value.


The result?

  • Shorter response times
  • Happier customers
  • More efficient resource use
"From frustration to timing" 

Airline with recurring check-in issues 

Too heavy, too large, too late – baggage problems consumed huge amounts of time and caused frustration at check-in. The staff was often under pressure, leading to delays and unhappy travelers.

 

The solution? An automated SMS reminder was sent to travelers 24 hours before departure – with clear baggage rules, personalized to their booking and flight. 

 

The result? 

  • Fewer disputes
  • Less stress for staff
  • More on-time departures
  • Happier passengers 

They listen every day – but who listens to them?

When customer service and Marketing Automation work together, the value goes both ways. Customer service brings valuable insights that make communication smarter – and automation helps lighten the load where it’s needed most.

This isn’t just about efficiency.
It’s about turning a too-often underused function into something truly strategic.

 

In the next part of the series, we’ll look at marketing’s role – and how automation can transform the marketing team "from campaign machine to insight engine". 

 

Follow us on Linkedin to get part 3 straight in your feed. 

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Marte

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